This post is the first in a series that will outline the foundational elements of my new book, Digital Leadership: Changing Paradigms for Changing Times.  It is set to be published by Corwin Press on January 14, 2014.  Currently there is a pre-publication discount of 15% for any orders before this date.  Over the next couple of weeks I will introduce what I have come to identify as the Pillars of Digital Leadership, a conceptual framework for leaders to begin thinking about changes to professional practice.  My book will focus on each of these elements as part of a change process. It will illustrate them in action through the work of practitioners and provide implementation strategies. 

Pillar #1 - Communication

If you were to look at the many characteristics that great leaders share, effective communication would be at the top of the list.  Abraham Lincoln, Winston Churchill, and Dr. Marin Luther King Jr. were great leaders who could transfer a message like no other.  Each was able to achieve success in part due to his ability to effectively communicate.  You would be hard pressed to identify an effective leader who was a poor communicator.  Communication serves to provide information, convey our vision, lay out the elements of a strategic plan, promote values, motivate stakeholders, and quell perceptions that are not accurate.  It is an art that combines inter and intra-personal skills with mediums to amplify an intended message. The art of communication has not changed, but the tools that we have at our disposal to deliver our message has.

Image credit: http://juntaedelane.com/category/articles/articles-articles/marketing-research/

As society has evolved, the way in which the world communicates and interacts has as well.  Digital leaders understand that technology provides a variety of pathways to initiate two-way communication with stakeholders.  Traditional means, such as newsletters and email, no longer suffice as cornerstones to a communications strategy.  Digital leaders seize upon the opportunity presented by digital tools (i.e. social media, mobile apps, video conferencing) to meet stakeholders where they are in order to convey a message and elicit feedback on initiatives.  In a world where access to and consummation of real-time information is the norm, digital leaders adapt their strategy to become more effective communicators.  

This is not to say that traditional means are no longer important elements of an effective communications plan.  They are, but digital leaders understand that the rise of mobile devices in particular has dramatically changed the way that stakeholders receive and access information.  The most effective communicators in society today are those that continue to develop and refine traditional means while leveraging digital tools to have a more profound impact. Whether you are a principal, superintendent, or teacher improving how you communicate plays a role in your success as an educator.  

Chapter 5 in my book takes a critical look at how digital leaders communicate. It places an emphasis on the work of Joe Mazza and how he has increased community engagement through a variety of communication strategies involving technology. After reading this chapter any educator regardless of his/her role will have a collection of tools, strategies, and ideas to take his/her communications to the next level.  Digital leaders use technology to engage stakeholders in conversations.  These conversations become the building blocks to create and support meaningful relationships based on the positive messages embedded in our communications.  To put it simply, without effective communication, there’s not effective leadership.

How have you changed your communications strategy in the digital age?

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This post is the fourth in a series that will outline the foundational elements of my new book, Digital Leadership: Changing Paradigms for Changing Times.  It is set to be published by Corwin Press on January 14, 2014.  Currently there is a pre-publication discount of 15% for any orders before this date.  Over the next couple of weeks I will introduce what I have come to identify as the Pillars of Digital Leadership, a conceptual framework for leaders to begin thinking about changes to professional practice.  My book will focus on each of these elements as part of a change process. It will illustrate them in action through the work of practitioners and provide implementation strategies. To view the entire series click HERE.

Pillar #4: Professional Growth

Opportunities to grow professionally are pivotal to leaders in the digital age. However, the mounting pressure from ridiculous mandates as a result of the current education reform movement and massive budget cuts across the country, have made it a challenge to learn through traditional pathways. Without funding, many districts no longer allow leaders to travel to national/state conferences or even attend local workshops.  It is a shame that the growth of leaders, and all educators for that matter, is a trivial concern to districts and so called reformers, unless it is solely related to the Common Core, PARCC, SGO’s (in NJ at least), or a teacher/principal evaluation tool.  These are not the meaningful, rich, and relevant learning opportunities that leaders of today’s schools deserve or yearn for.

Image credit: http://www.edudemic.com/build-personal-learning-network/

The ever-increasing mandates at the state level impacting evaluation and curricular alignment to the Common Core have taken their toll as well.  To put it bluntly, leaders feel that they either do not have, or cannot find, the time to attend professional learning opportunities due to this tsunami of work that comes at the sacrifice of meaningful growth and development.  The pressure from education reform mandates is so intense that many leaders don’t even think twice about missing a day of school to learn as he/she is always thinking about the observations that could get done or the piles of paperwork that will be waiting upon their return.  Leaders should never feel that their learning and growth comes at the expense of mandates and directives that are not in line with a vision for preparing students to succeed in a digital world.

Fortunately digital leaders are not at the mercy of budget cuts or taking professional days to learn and get better.  They still can, but now have the ability to save time and money by harnessing the power of social media to learn anytime, anywhere, and from anyone they choose.  They are able to follow their specific learning passions by connecting with like-minded individuals. A connected learning model is empowering and ultimately creates a human-generated search engine for the most practical ideas and strategies being implemented in schools today.

Using the work of Lyn Hilt as a model, Chapter 8 will provide leaders with the knowledge and tools to create their own Personal Learning Network (PLN).   A PLN provides leaders with resources, knowledge, feedback, advice, support, friendships, and is a catalyst for self-directed learning.  The ability and ease to now engage in conversations with like-minded practitioners and world-renowned experts provides a meaningful and differentiated model for growth to improve professional practice.  For me, I love being able to ask a question on Twitter and then return hours later with an array of responses from all over the world. I also love being able to filter content based on my interests from a variety of information sources to one convenient location.

Digital leaders seize the opportunity to grow and learn like never before through a connected model of leadership.  To begin this journey check out some of these wonderful blogs that I highly recommend every educator read and follow:

• TeachThought
• Edudemic
• Getting Smart
• EdSurge
• Free Technology for Teachers
• Educational Technology and Mobile Learning
• Connected Principals

Another great way to start is to join the Leadership 3.0 community at edWeb for free. Now more than ever leaders need to take control of their learning.  How have you gone about creating your own PLN? What advice would you give to those leaders who are looking to begin this process?

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This post is the second in a series that will outline the foundational elements of my new book, Digital Leadership: Changing Paradigms for Changing Times.  It is set to be published by Corwin Press on January 14, 2014.  Currently there is a pre-publication discount of 15% for any orders before this date.  Over the next couple of weeks I will introduce what I have come to identify as the Pillars of Digital Leadership, a conceptual framework for leaders to begin thinking about changes to professional practice.  My book will focus on each of these elements as part of a change process. It will illustrate them in action through the work of practitioners and provide implementation strategies. To view the entire series click HERE.


Pillar #2 - Public Relations

If you don’t tell your story someone else will.  More often than not, when someone else tells your story, nine out of ten times, it is one that you don’t want told.  This is the reality for virtually every school leader.  In the past I feared and dreaded the roll of public relations as the typical situation played out time and time again.  No matter how much progress we made, or success we experienced, it was always that one negative story that would dominate the media coverage and sway public opinion.  I can vividly remember each news situation that completely blew things out of proportion and greatly distracted from the meaningful and significant work that was occurring on a daily basis.  

Image credit: http://smp4u.wordpress.com/author/jessicafelicekamm/

There is a fundamental problem with the mainstream media when it comes to public relations.  That problem is that they are a business.  In order to generate business they must create and promote stories that capture the attentions of their intended audience.  Make no mistake about it, the media wants and needs to make money.  When it comes to education the most controversial and negative stories are the ones that attract viewers and in turn generate revenue.  I dont know about you, but I grew quite resentful of the media in the past as they would be so quick to call my office to comment on a negative situation, but would not give me the time of day when I had a positive story for them to cover.  Sound familiar?

Thankfully this all changed in late 2009 as I discovered the power and value of using social media as a public relations tool.  I began to generate our own news related to New Milford High School and quickly learned of the many tools available that could be used at anytime from anywhere to tell our story.  In essence, I became the storyteller-in-chief.  As a result of the innovative work my students and teachers were engaged in, I discovered that there was an abundance of newsworthy content that my stakeholders craved.  Instead of reaching out to the media to cover these stories, we in essence became the media using mainstream tools such as Twitter, Facebook, YouTube.  As social media has evolved so too has our public relations strategy as we are now integrating Instagram, Pinterest, and Tumblr to tell our story.  

The end result is that the media now comes to us and/or follows our social media channels to capture our story. Since taking control of our public relations at NMHS in 2009, the NYC, CBS, and NBC affiliates as well as USA Today, USA Weekend, Education Week, and Scholastic Administrator have all reported on positive news stories.  I have literally lost count of additional media coverage, as it has become the norm.  It has also led to the establishment of professional relationships with reporters who want to tell accurate and positive stories about innovative schools.  

Chapter 6 in my book takes a detailed look at how digital leaders leverage available social media tools to enhance public relations. It places an emphasis on the work of John Carver and how he has become a public relations juggernaut for two different districts in Iowa. It also breaks down the strategies and tools that I use on behalf of my school to tell our story. Community and transparency are the bedrocks of public relations in the digital age.  This fact makes social media a natural fit.

How are you using social media for public relations?

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This post is the third in a series that will outline the foundational elements of my new book, Digital Leadership: Changing Paradigms for Changing Times.  It is set to be published by Corwin Press on January 14, 2014.  Currently there is a pre-publication discount of 15% for any orders before this date.  Over the next couple of weeks I will introduce what I have come to identify as the Pillars of Digital Leadership, a conceptual framework for leaders to begin thinking about changes to professional practice.  My book will focus on each of these elements as part of a change process. It will illustrate them in action through the work of practitioners and provide implementation strategies. To view the entire series click HERE.

For this post I decided to turn to Trish Rubin, my education branding expert whose work and insight I highlight in Chapter 7 of my book.  Below are her thoughts on the importance of branding in education.  She has coined the term BrandEd as a means to impart the importance of leaders to establish a positive brand presence.  This specific chapter of the book will look at the role of social media in this process. 

Pillar #3 - Branding

Todays school digital leaders get excited about bringing business tools into their school organization. What I call being a BrandED leader is one foundational way to enrich school management in a digital age. Branding is a tool that has been part of strategic business plans for years. Brand attracts attention and influences audiences. A school brand needs to be positive and crafted to convey purpose. Bringing the process of BrandED thinking into the schools plan transforms and energizes.

Image credit: http://blog.creatinemarketing.com/blog/bid/181385/Do-You-Need-a-Social-Media-Education-to-Execute-A-Social-Strategy

A school leader can create a more connected community by leading the charge to develop a school brand. Private school and college leaders have used brand thinking for years to message their faithful communities. They know the value of a clearly communicated school brand and have benefited from the support of a well-defined brand in political and economic ways. Bringing this thinking into your role as a leader isnt just about style, its about substance. A strong Brand identity leads to better communication and influence, and in our digital world, influence can be gained at the stroke of a keyboard. Lead your stakeholders to purposefully create a deep identity for your school that uniquely defines the character of the institution.

It’s a do it yourself world, and you can do this without a Madison Avenue advertising firm. Building a school brand is a serious element of school business.  In our noisy digital world, clearly communicated identity is the key to the positioning of your school’s consistent positive presence.  A brand benefits a schools profile and even its purse! Lead your school to BrandED success by identifying the “ROO” (Return on Objective) that brand brings.  Lay out a short plan involving all stakeholders to build the unique school identity. Start by defining your own personal brand as you lead the process. Be open about the shift to brand thinking. Explain why you are investing in educational brand.

Schools must clearly communicate a consistent brand message to their stakeholders to reach standards.  This can be done using myriad communication channels, in real time and online. Your school brand may even come down to one word. Making a Brand facilitation plan is your first ROO target as a BrandED leader. Reputation management of any product or service is key to keeping faith with a loyal audience and brand is about trust and reputation.  Build a BrandED identity, and then set the next ROO: share that identity in a busy information age. Successful BrandED schools are proactive, despite the pressure of the daily digital scrutiny of their audiences. A strong brand grounds communication in what matters most to the school. Positioning a school for success starts with a leaders confident steps toward a BrandEd plan.

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